Social proof was first mentioned by Robert Cialdini in his book Influence: The Psychology of Persuasion. It describes how and why people imitate other people’s actions when they’re not sure what is appropriate behavior in specific situations.
People will rationally observe actions of others in a group and make a decision based on it.
"We conform because we believe that others' interpretation of an ambiguous situation is more accurate than ours and will help us choose an appropriate course of action". (Aronson, E., Wilson, T.D., & Akert, A.M. (2005). Social Psychology).
Social proof as a concept is drawing from our tendency to question ourselves if we’re making the right choice, and you can use this as a powerful tool in internet marketing.
The end goal of marketing, including internet marketing, is to sell a product or a service, and you can use a social proof to accomplish that. You want to show a potential customer that people are visiting your website, buying your products, recommending it to their friends, and convince them they should do the same.
One of the common ways of applying social proof concept to internet marketing is implementing CCC (Clients-Convert-Clients) marketing.
You can do it by including these on your website using some of the tools available on SocialProofNow.com.
Testimonials raise awareness about your conversion rates and build trust by showing how many new clients or users you got right now, or how many you had at a specified time period. If you are a startup and you don’t have any yet, follow up with your existing clients or customers. Kindly ask them to leave a testimonial and include it on the website.
Social count publish how many followers and subscribers you have on social media.
Show the number of visitors on a specific page to prove there’s an interest in that specific service or a product to your potential client. By showing the numbers of available items, you divert their attention to product scarcity, which is also proven to drive up the sales. If you don’t have enough visitors to show at any given moment, it’s good idea to show the sum of visitors in a specific period of time.
Star rating system allows clients who tested your product or your service to rate you. For instance, you can do it by implementing a star rating system. This way you will not only build trust but gain more organic traffic and attract potential new clients to your website.
News lets you inform existing clients and customers about your new business events. It also helps you promote a new feature. By writing blog posts in your niche and notifying users about them, your click rate constantly improves.
Push notifications allow you to share information on new products or services, as well as distribute notifications about new articles you’ve just published. This way, potential customers come back to your website which gives you another chance to convert them into the existing ones.
Remember that people want to be part of a group. They like to see other people’s opinions and actions before they make a decision. If you have a website, try applying social proof, the results will not betray the effort.